Leoburnet, an advertising agency under Publicis Groupe Korea, announced on the 24th that it had won silver awards in two categories at ADFEST 2025, the largest advertising festival in the Asia-Pacific region. This is the second consecutive year that Leoburnet has won major awards after winning the Grande award, the highest award, at the same festival in 2024, once again proving Leoburnet’s global creative capabilities.
Leo Burnett won silver in the 'Effective Lotus' and 'Creative Strategy' categories for McDonald's Korea's 'Local-nomy Burger Campaign'. The campaign is evaluated to have demonstrated creative effectiveness and presented a win-win model through the use of local agricultural products.
The 'Loconomy Burger' campaign is a local coexistence campaign that started in 2021, with the goal of revitalizing local farms by using high-quality domestic ingredients and providing fresh and delicious menus to customers. The campaign has introduced menus using local specialties such as the Changnyeong Garlic Burger, Boseong Green Onion Burger, and Jindo Green Onion Cream Croquette Burger, and has sold more than 24 million burgers to date.
In particular, the 'Loconomy Burger' campaign received attention as 'good marketing' that uses local agricultural products as main ingredients and creates social value through cooperation with local residents. The fact that the campaign's creative and emotional storytelling and creative strategy led to social change was evaluated as an important background for this award.
Noh Yoo-kyung, CEO of Publicis Group Korea, said, “It is an honor to plan a campaign for mutual growth with local farmers together with McDonald’s Korea. I am delighted to be recognized for the ‘power of genuine creativity’ through this award, and we will continue to create campaigns that creatively convey the brand’s value and lead to positive change.”
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